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Project How-To Overview: "What Does It Mean To Be Green?"
Project How-To Overview: "What Does It Mean To Be Green?"
Content Analysis in the Rough Academy of Management Meetings San Antonio, Texas Project How-to Overview: What Does it Mean to be Green? Mark Thomas Kennedy
Project Background
Name: What does it mean to be green? The emergence of new criteria for corporate reputation Outlet: Oxford Handbook of Corporate Reputation (forthcoming 2011) Barnett and Pollock, editors Aims: 1. Link reification of new and controversial organizational phenomena to convergence of antagonists interpretations of emergent memes 2. Offer method for measuring similarity of antagonists interpretations of controversial new ideas over time 3. Draw links between identities, categories and reputation Punchline: New standards for judging corporations become more real when activists and corporations talk about them in increasingly similar ways
!"#$%&'!(')*+,$-.'/0-'1$-+2.3'4$/$--5"6'70'807$"9:;'<=-5,*7$.'0/'>-$$"'??
1 2 3 4 5 6 7 8 9 10 11 12 13 14 ** "affordable" "alternative" "anti-pollution" "budget" "carbon" "clean" "conscious" "conversation" "ecofriendly" "economical" "ecosystem" "emissions" "EMS" "energy" 15 16 17 18 19 20 21 22 23 24 25 26 27 28 "energy-efficient" 29 "energy-saving" 30 "footprint" 31 "geothermal" 32 "health" 33 "management" 34 "renewable" 35 "responsible" 36 "safe" 37 "solar" 38 "system" 39 "waste" 40 "wind" 41 "waste management" "environmental management" "carbon emissions" "carbon footprint" "sustainable development" "energy-*" "conservatio{n|nist}" "efficien{t|cy}" "sustainab{le|ility|bly}" "environmen{t|tal|talist}" "recycl{e|ing|ed|able}" "reus{able|ed}" "sensitiv{e|ity}" "transparen{t|cy}"
Searched Nexis for items in which green was mentioned in a sentence with corporation or corporate, business, management or technology
Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
!"+&-,.5"#(0-'-(8F(G*-$%5(0.11%,%#': C0
14 28 29 21 30 34 31 32 38 20 24 17 15 25 41 6 22 33 19 1 18 26 27 11 16 Media vs Releases 2001 ;DDE +18 +1 17 +1 15 +1 +13 +0 13 +1 12 +3 11 +1 9 +1 9 2 +8 +2 +8 3 +7 +1 +6 2 +6 +1 +6 +5 +5 1 +5 +2 +5 +0 +4 8 3 +0 +3 3 +3 +2 +3 3 2 +1 2 7 2001 vs 2009 Media Releases +18 1 13 +3 13 +1 +13 +0 13 1 12 3 13 3 13 5 9 +2 +8 2 +8 +3 +7 1 +6 +2 +6 1 +6 5 +5 +1 +5 2 +5 +0 +4 +8 3 +0 +3 +3 +3 2 +3 +3 2 1 2 +7
r 2 /2
2001
2009
News Stories
1. The match between element centrality rankings for 2001 news stories and press releases is on the low side
3. The match between element centrality rankings for news stories in 2001 and 2009 is also on the low side i.e., the key elements of green changed over time
4. Finally, we also see a higher score when comparing 2009 news stories, press releases 2. In contrast, there is a better match between element centrality rankings of press releases for 2001 and 2009
Press Releases
.90
Overall, the concept moved toward what firms have been saying about green
Conclusion
Just scratching the surface of what can be done with quantitative analysis of patterns of association to be found by Comparing different points of view on a controversy Measuring similarity Observing convergence of interpretation, or emergence of meaning In theory (more research needed), convergence should be an indication of acceptance that an idea is at least something to be taken seriouslyeven if antagonists still disagree about its desirability. Overall, a promising way to study
Emerg ence